DEI isn’t something to check off a list; it should be a continuous journey

 

How do you see the conversation around sustainability having evolved — is it still a key priority for brands? 

 

We do not see evidence from clients of sustainability being pushed to the sidelines for any reason. For the majority, despite economic pressures and conflicting priorities for investement, it remains part of the business agenda. 

 

Terms like ‘DEI’ and ‘ESG’ have become quite loaded. How do companies retain their commitments to these areas and keep the conversation going?

 

The backlash is more prevalent in the US than in Asia Pacific. However, we encourage clients to take a holistic approach: maintaining a balance between a global strategy and a narrative with respect for local legislation and culture in the markets that they operate in. Respecting this diversity matters, especially in Asia Pacific. 

 

Engagement with stakeholders is key. It is important to bring them along on the journey and help them understand how the company is addressing concerns and sharing progress. Anything that hinders progress should be explained. The company must demonstrate its commitment to mitigate these challenges. It is also paramount for the company to be credible and authentic in its sustainability narrative. We can help clients navigate this in communicating to stakeholders. 

 

Has there been a shift in consumer sentiment around ESG? 

 

Research will tell you that an increasing number of consumers everywhere are choosing more sustainable products, but the intention-action gap remains wide. 

 

What we do see almost everywhere though is a willingness of consumers to call out companies for not being honest and transparent when communicating about their sustainability actions and commitment. Greenwashing is one of the biggest communication concerns right now because of its negative impact on reputation and stakeholder trust. Legislation against greenwashing is already in force in some markets under advertising standards bodies and is being proposed in others. 

 

Apart from communicating about a company’s initiatives in this space, how do you deal with the threat of misinformation? 

 

To be honest, we have not encountered a lot of this. We work with brands to help them prioritise sustainability commitments that can be amplified to stakeholders, to differentiate and positively contribute to corporate reputation. And to help brands craft a powerful and credible sustainability communications narrative around those commitments.

 

Our advice would remain the same — let us help you articulate your sustainability narratives with honesty and transparency while also being engaging and impactful. Let us work together to provide easy access to robust facts, figures, and data for anyone who wants to check a claim. This will not prevent misinformation but helps us respond swiftly and effectively. 

 

Shifting the focus from external clients to the communications business: some of the most celebrated recent developments — AI and the programmatic advertising for instance — come with a massive environmental price tag. How do you address this issue? 

 

As leaders, it is crucial to strike a balance between innovation and sustainability internally, and equally important to educate clients on how they can meet their communication goals while being mindful. 

 

The communications industry, like many others, should continuously balance progress with responsibility. With the right investments and partnerships, we can harness the power of AI to accelerate collaboration and progress while reducing environmental cost.

 

Moving from sustainability to gender equity, according to a report from the Women’s Forum there is still a long way to go in APAC. While we have seen an embrace of some of the more performative aspects of DEI – particularly around Women’s Day and Pride Week — why have lasting changes been so hard to come by? 

 

It is encouraging to see growing attention to DEI efforts, especially around significant events like International Women’s Day and Pride Week. However, turning these initiatives into lasting change remains a challenge that must be addressed by organisations for long-term success.

 

Our recent report The Women’s Forum Barometer on gender disparities among working women in Asia highlights that despite some progress, major obstacles persist. For example, women in the region still encounter a significant gender pay gap, with earnings up to 30% less than their male counterparts, tied in part to lingering cultural and gender bias. Women are expected to do most of the unpaid care for family — whether for children or parents. This is unfair and ultimately limits their economic potential. 

 

To move beyond symbolic gestures, companies must integrate DEI into their core business models. It is not enough to celebrate diversity on specific dates; organisations need to embed it into daily practices. This approach will help transition from performative actions to meaningful, lasting improvements.

 

Are there any issues under the ambit of DEI that do not get the attention they deserve?

 

While we have made significant strides in promoting DEI with communications — internally within organisations and externally with clients — there is more that we can do. 

 

The Women’s Forum provides us an opportunity to drive greater awareness, inspire action and reshape policies, particularly in the region. APAC is home to a range of people, cultures, and languages. While there has been progress in areas such as gender equality, factors such as language and racial homogeneity mean that it is harder to uniformly address mental health, race, and financial inclusion. As communicators, we play a crucial role in driving these conversations. DEI is not something to check off a list; it should be a continuous journey that is consciously prioritised by companies.